SourceKnowledge Aims to Improve User Acquisition and Conversion With New SaaS
|Richard Harris in Marketing & Promotion Tuesday, August 16, 2016|
SourceKnowledge has introduced a full featured interface for users of its cloud based Software-as-a-Service (SaaS) platform Engage. Brands, mobile app publishers, eCommerce companies and data-driven marketers will benefit when it comes to improving customer acquisition, conversion and activation. Engage provides marketers with the ability to test and optimize creative in real-time, and to evaluate their campaigns' return on ad spend (ROAS) by evaluating post-click behavior. Engage lets marketers optimize and report on core business metrics like average order value (AOV) and lifetime value (LTV) as opposed to traditional media buying metrics like viewability, completion rate and click-through rate (CTR). It also enables advertisers to access granular campaign insights using using specific post-click intent data.
According to the Association of National Advertisers (ANA), more brands are adopting the use of programmatic ad buying and 31 percent of brands have increased their in-house programmatic ad buying efforts. They then create a vertical model for themselves, which allows them to function more effectively by removing the barriers that intermediaries present. SourceKnowledge has launched Engage to empower increasingly savvy advertisers to take the reins and make campaign delivery and ad spend more efficient.
"SourceKnowledge built Engage to meet the need of brands that are bringing programmatic in-house such as eCommerce and mobile game publishers, whose business models require detailed tracking and conversion of the highest qualified customers over a general assessment of brand awareness," said SourceKnowledge president and co-founder Patrick Hopf. "Plugging their marketing departments directly into the platform has given them the ability to focus even more on performance by building high performing custom audience cohorts instead of relying on hunches about who the target audience for a campaign should be."
The Engage platform uses non-binary bidding and machine learning algorithms to qualify the value of ad opportunities and weight the proportion of traffic in context of a total media buy. Engage differs from other platforms because it moves beyond cost per acquisition (CPA) and eliminates shallow marketing terms like awareness in order to ensure clients are consistently improving their RoAS by evolving toward better value from every single conversion as campaigns progress. Engage also allows clients to leverage video and display assets across the prospect, remarketing and optimization phases of a campaign on mobile and desktop devices.
"We saw incredible success working with single-channel DSPs in the past, but felt like the performance plateaued at times," said Michael Kwon, paid media specialist at BuildDirect. "Using the Engage platform has given us favorable results and has provided a significant advantage to our marketing team as it allows us to understand and optimize our campaigns in-flight."
Read more: http://www.sourceknowledge.com/en/